If your fridge is anything like mine and contains little more than four-day-old spaghetti, half a bottle of pinot grigio and a jar with a lone pickle, you might want to turn away from your screen.
A small but loyal community of so-called ‘cleanfluencers’ are staking their territory on Instagram, and they’re gaining in numbers.
Their purpose? Provide pictorial evidence of meticulously organised and aspirational home spaces: laundry cupboards with intricate labelling systems, colour-coordinated kids’ shelves, and some sort of dewy decimal system of pantry arranging, apparently:
It's enough to make Gwyneth sit up from her yoghurt facial and take notice.
In the UK, Essex resident Sophie Hinchcliffe has made a career out of her tidy Instagram account Mrs Hinch, amassing over 2.7 million followers and promulgating Mrs Hinch cleaning products and merchandise. Over the pond, Chicago-based 'homekeeping expert' @Cleanmama has 363 thousand acolytes on the app obeying her every cleaning commandment.
I dove down the rabbit hole of this strangely addictive trend, following hashtags and Insta Stories until I reached a subset of Australian women that seem to just really have their sh*t together.
In the hopes that basking in their wisdom might have a kind of halo effect for me, I reached out to discover how they do it (and because it's finally spring, season of cleaning, I figure it's a good time to get our collective Marie Kondo on.)
The Melbourne-based founder of the very aesthetically pleasing account @belleabode, who keeps her name off social media, tells Mamamia she got into the home organisation space way back in 2013 while pregnant with her first child.
"I was nesting and I just needed everything organised," she says.
"I got my husband to paint the whole house and rearrange it all literally days before the baby arrived."